How to measure the success of branded content

By 16th April 2018Opinion

measure the success of branded contentSo you have a great piece of branded video content. It’s difficult to tell exactly how many – or even if – conversions can be directly attributed to the content. So how can you measure ROI?

According to the Content Marketing Institute, 33% of B2B marketers and 41% of B2C marketers claim “the inability to measure (ROI) as a significant challenge” to producing branded content.

There are plenty of metrics you can examine to gauge a campaign and how you should steer it with subsequent content. Consider measuring engagement, such as:

  • Likes
  • Views
  • Comments
  • Shares
  • Downloads

Or social reach, by monitoring social media and seeing how those shares spread organically. Even the specific comments people make when sharing or otherwise engaging can give you a sense of the sentiment in response to the content.

Lead generation can be a little trickier, but by making a note in your analytics software of when a specific piece of content goes live you could make a correlation between a spike in traffic or leads and the content. Or even add a ‘how did you hear about us?’ survey to your customer interactions.

Adweek report that BBC StoryWorks is trialling facial recognition as a way to measure emotional responses to branded content. Head of BBC StoryWorks Richard Pattinson says:

“There is a lot of data around traditional advertising, but this new technology allows us to turn around results quickly, demonstrating to our brand partners how our panellists are reacting to the content in a tangible way.”

With branded content being a format oriented around emotion, this makes sense. It’s unlikely to be a system that takes off in the rest of the industry any time soon, but it will be interesting to see where it leads in the future.

Kick off your branded video journey today. Call Nemorin to get started.

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